How Instagram's Algorithm Works

Despite the claims of many inflammatory headlines, Instagram’s algorithm has been the same since 2018. Things have changed (Reels launching, Shopping being given its own tab, etc) but the core of how the algorithm works has remained stable. Here’s how it works.

Step 1: You post an in-feed post

This can be any type of post, including an IGTV, Reel, video, carousel or still image.

Step 2: That in-feed post is served to your most engaged followers

The number of followers that it’s served to is unknown - some think it’s 3% and others up to 20%. What we do know is that it’s served to accounts that engage with your content regularly.

Step 3: If your most engaged followers engage, it’s served to even more followers

This ensures that Instagram is sharing content to users that others have found engaging. For this reason I encourage my clients to focus on engagement as one of their most important metrics - engagement is what FUELS most social media algorithms, so without hitting those targets everything else will likely fall behind.

Engagement is not just likes, comments, shares and saves. On Instagram, it can also include:

  • Profile visits

  • Reading comments

  • Video watch time

  • Extended time spent viewing a post

  • Private DMs

  • Clicking on tags within the post (including tagged accounts, hashtags and geotags)

Step 4: If engagement continues to thrives it’s pushed to even more users

This includes your own followers, but it also lets the post rank in hashtags and geotags and gain exposure on the Explore page.

While Instagram is definitely no stranger to bugs and crashes, if your posts aren’t getting the traction they used to it’s likely because your audience isn’t engaging in the same way. I recommend tracking your performance online to see what your audience loves and what they don’t to guide your content strategy going forward. Sometimes what always did well continues to perform well, but sometimes you also need to mix it up and try new things to engage your existing followers and bring in new ones.

If you need assistance with coaching or social media strategy work, please feel free to reach out here.

Fiona Morgan